Here’s a hot take: South by Southwest is a Latin music festival.
When the De Los team headed to Austin, Texas, in 2024 to cover the event for the first time, approximately 60 acts that fell under the expansive Latin music genre umbrella had been invited to perform. Two years later, that number has more than doubled, with more than 150 Latin music acts featured at the iconic festival, now in its 40th year.
“Latin music has seen incredible growth at SXSW in recent years, reflecting its rise across the global music industry,” said Evelyn Gómez Rivera, associate programmer for Latin music. “2026 is shaping up to be our biggest year for the genre in over a decade, with several major labels showcasing their newest and most exciting Latin talent here.”
Ahead of the festival, which kicks off Thursday, the De Los team has assembled a list of acts that have caught our attention. And before you blow up our inboxes asking why the big acts (Fuerza Regida and Junior H are also slated to perform) weren’t included, keep in mind that what makes SXSW unique is that it’s a chance for attendees to see the next big thing before they blow up. In that spirit of discovery, our list is made up of acts you might not have heard of.
Big Soto
“Terminé siendo rapero cuando quería ser doctor,” Gustavo Rafael Guerrero Soto, better known as Big Soto, confesses in his pandemic-era collaborative session with Argentine mega-producer Bizarrap. It’s safe to say that he made the right career move. The 29-year-old from Venezuela (he now lives in Mexico) is signed to Rimas Entertainment and has been at the forefront of the Latin trap movement. — Fidel Martinez
Mariangela
Mexican-born singer Mariangela started off as a tender pop darling when she first uploaded covers to her YouTube channel in 2019, drawing inspiration from indie-pop singers like Carla Morrison and Mazzy Star’s Hope Sandoval before releasing her alt-pop debut album “Sensible” under Sony Music Latin in 2024. Now the Texas-based artist is taking her musical stylings in a new direction, drawing from her Monterrey roots with the release of her latest “Cuando Una Mujer,” a cumbia norteña about fierce female empowerment. — Andrea Flores
Esty
First-generation Dominican American singer Esty doesn’t like to be boxed in. From one track to the next, she’ll shift from a mix of dembow and alternative rock to bachata and pop, as seen in her recent single “V3n3n0,” from her upcoming album, “Domi Star.” — Cat Cardenas
Marilina Bertoldi
De Los contributor Ernesto Lechner is 100% responsible for this entry — he included the avant-garde alt rocker from Buenos Aires in his 2025 list of indie artists who deserved to win a Latin Grammy, calling her “the resident hurricane of Argentine rock, blessed with a corrosive sense of the absurd, a knack for pop-punk melodies, and attitude to spare.” How could you not want to see that? — FM
Ruido Selecto
Hailing from Medellín, Colombia, Ruido Selecto drives forward the Caribbean rhythms of cumbia, salsa, electronic dub and Afro-diasporic styles that have been traditionally transmitted through Picós, hand-painted sound systems popular throughout the country’s coast. His hybrid mixes also include elements of sonideros, most audible in tracks like “Lo Que Esconde.” I’m fascinated by his attention to detail in his project “Los 14 Cañonazos Bailables,” where he created experimental and contemporary tropical mixes using archives from Discos Fuentes, a Cartagena record label largely responsible for disseminating 1960s Caribbean sound across the coast of Colombia. — AF
Delilah
The Mexican American singer got her start in mariachi, eventually learning piano, guitar, violin and vihuela. At just 17 years old, her impressive vocals and ability to mix traditional and contemporary Mexican music have already gotten the attention of artists like Becky G and Iván Cornejo. — CC
Danny Felix
Among the biggest feathers in Danny Felix’s hat is being the producer behind the “Soy el Diablo (Remix),” a Natanael Cano track that also doubled as Bad Bunny’s first venture into the world of música mexicana. The Phoenix-based multihyphenate (in addition to producing, he is also a multiinstrumentalist and singer) has played a major role in shaping the current sound of corridos tumbados and will be repping the subgenre in Austin. — FM
60 Juno
Originating from Merced, Calif., this Central Valley post-punk band radiates a hazy, dreamlike sound, so much that one of their most popular tracks is titled “zzz.” While 60 Juno initially began as a solo project led by Jericho Tejeda in his bedroom during the pandemic, it has now expanded to include three additional members from Whittier, Calif. There’s a bit of everything in this band, mellowed surf-rock wading into punk territory that can be heard in songs like the upbeat “Enjoy the Sunset” and their most popular, hypnotic track to date, “J Song.” — AF
RIA
Before she stepped into the spotlight, Ria was writing songs for other artists. Now, she’s combining her knack for emotional lyricism with her soulful voice, recently opening for Tito Double P in Mexico, and breaking out with her recent single, “Pagana.” — CC
Sebaxxss
Sebaxxss is the on-tour DJ for Feid, the pop reggaeton singer and fellow Colombian. I’m interested to see how his set translates into a smaller, more intimate venue. — FM
Diles que no me maten
Diles que no me maten is an experimental, psychedelic rock band from Mexico City named after the famous short story by Mexican author Juan Rulfo about a man who pleads for his life after being captured for killing his neighbor decades earlier. If listeners didn’t know any better, they would think this band started in the late 1980s during the rise of homegrown rock, with its untouched vocals in songs like “Outro.” Tracks like “El Circo” sound like a gentle birth, while “(Radio Sonora Edit)” presents itself as a ghostly acoustic jazz ballad. — AF
Eydrey
Since competing on Netflix’s Latin music competition show, “La Firma,” in 2023, Eydrey has landed a record deal and released a steady stream of R&B, Mexican and reggaeton-infused tracks. Her borderland upbringing in El Paso has also shaped her Spanglish lyrics. — CC
Lena Dardelet
Hailing from Cabarete, Dominican Republic — the same beach resort town is home to the Bachata Academy, the only bachata school in the world — Lena Dardelet fuses pop with various Caribbean genres, including— yep, you guessed it — bachata. — FM
Mosmo
Signed with Rimas Entertainment, Hermosillo singer Mosmo is bringing his own crooning element to the corrido world. The rising singer first came into the spotlight in 2022 on Netflix’s “La Firma,” a competition looking to find the next Latin urban music star. Mosmo’s raw, drawled vocals can be heard in the romantic bélico “Modo B” and the agonizing “Terapia” that implores a past lover for their return. Mosmo also incorporates elements of trap and reggaeton in songs like “Dimensiones,” as well as pop in the bilingual track “Siempre Tú.” — AF
Selines
Inspired by artists like Natalia Lafourcade, singer-songwriter Selines’ guitar-based songs draw on the traditions of boleros, classical music and jazz, bringing a warm nostalgia and romance to her sound. — CC
